Case Study – Ben and Jerry

The asseverate of Vermont has been no exotic to paving the path for social justice in America. It is the first affirm to introduce civil unions and now holds the title as the first state to legalize same-sex uniting by enacting it through a bill rather than in response to a required court decision. (Wikipedia) In April of 2009, Vermont became the quartern state to legalize gay and lesbian marriage. With the bill set to jam effect on September 1, 2009, Ben & Jerrys created a campaign to accede with the bills launching in its home state. (PRSA)Ben & Jerrys is a premium, American ice skim companionship created by lifelong friends Ben Cohen and Jerry Greenfield. It was founded in Burlington, Vermont in 1978 where it is currently headquartered today. Cohen, a college dropout, and Greenfield, a recent college grad, decided to open an ice cream shop because they felt they needed to do something with themselves. After splitting the cost of a parallelism course on ice cream-making from Penn State University, they leased an old botch station building and opened the first Ben & Jerrys Scoop Shop.The rest is history. Since inception its first Scoop Shop in 1978, Ben & Jerrys has expanded into a widely successful brand and leader in ice cream, frozen yoghourt and sorbet manufacturing. Their ice cream can be found in all corners of the world, 26 different countries to be exact. Its products are distributed in market place stores, restaurants, franchise Ben & Jerrys Scoop Shops and early(a) venues worldwide. Besides achieving great economical success, the club makes significant product donations to community groups and nonprofits across the nation.The purpose of Ben & Jerrys philanthropy is to realise the founding values of the company, economic and social justice, environmental restoration and public security through understanding. (Ben & Jerry) In 1990, eight million Ben & Jerry ice cream cartons carried a Support Farm Aid message as part of a grassroot s effort to support family farmers. In 1991, the company introduced a private instructor that used solar panels to power onboard electronics in support of solar heartiness use.The national issues concerning gay rights and marriage equality are also include in the companys dedication to social justice. Ben & Jerrys official website states this committal is grounded in our Companys nub values, which include a deep respect for people inside and outdoor(a) our company and an unshakable belief that all people deserve beat and equal civil rights. In 1989, they extended full benefits to unmarried partners of its employees, including same-sex partners. And in 2000, they advocated publicly in Vermont for the creation of civil unions.It should come as no surprise that Ben & Jerrys chose to commemorate its home states historic moment, while reinforcing the companys longstanding commitment to social justice and equality for all people despite race, ethnicity, trust or sexual preference. The result was husband Hubby, a handed-down and social media campaign surrounding the symbolic renaming of Ben & Jerrys popular ice cream flavor Chubby Hubby to Hubby Hubby. The campaign was planned to coincide with the bills enactment on September 1, 2009 and last through the month of September.Ben & Jerrys partnered with granting immunity To Marry, an organization that campaigns for the right of same-sex couples to marry in the United States. Together they aimed to organise awareness of the importance of marriage equality and, to show its support, would serve Hubby Hubby ice cream in Vermont Scoop Shops throughout the month of September. Goals of the Hubby Hubby campaign included encouraging other states to make up the trails of Vermont and other states legalizing gay marriage, promote the national conversation approximately why marriage equality matters, how to take action by driving consumers to freedomtomarry.org. Ben & Jerrys has a long history of commitment to social justice, including gay rights.Its fusion with Freedom to Marry, a national leader in the movement for marriage equality, aims to raise awareness of the importance of marriage equality and to encourage other states to follow the blazing trails of Vermont, Massachusetts, Connecticut, Iowa, and Maine. Freedom to Marry promotes the national conversation about why marriage equality matters and brings together partner organizations into a large whole a shared civil rights campaign.